NEWS REVIEW
THE GOLD STANDARD
FOR INTEGRATED TICKETING AND CUSTOMER RELATIONSHIP MANAGEMENT
IRIS Software4Sport explains how football clubs are
changing the way they interact with their supporters
thanks to integrated e-commerce and CRM systems
the introduction of online ticket sales earlier this This is excellent news for a brand that provides
T
otal service efficiency is fast
becoming a key element in the
year. It estimates a massive 62% increase CRM and Ticketing software for 17 premier brands
running of a successful Football
following its implementation of the latest IRIS and has considerable experience in working with in-
Club. It is no longer enough to win matches and
Web Sales system and more Clubs are expected house IT and marketing departments to tailor its
get to the top of the league, fans are increasingly
to follow Everton's lead over the next few months product to deliver a fast, efficient and accurate system
looking for their chosen Club to provide them
upgrading their systems to allow supporters to that helps clubs make more informed decisions.
with the best possible supporter experience
buy match day or season tickets online. Swindon Town Football Club has been the
with a high degree of personal interaction.
With decades of experience, IRIS' insight is subject of significant media coverage in recent
Growing numbers of supporters just don't have
being utilised to provide a highly personal months as a result of its innovative season ticket
the time to pick up their tickets from the ground
experience for those opting for online ticket sales. campaign. The Club implemented the IRIS
and there is a real shift towards online ticket sales.
One of the latest developments allows those buying TALENT Ticketing system to cope with the
24 hour trading is now considered commonplace
their tickets online to firstly, select the stand they demand from fans signing up for its reduced season
and Football Clubs are having to adapt fast to
would prefer to sit in. With a simple click of the ticket deal. The fully integrated nature of TALENT
their supporters' changing requirements and make
mouse, they can choose their seat and the view Sport proved to be the deciding factor as the Club
it possible to buy tickets or merchandise from the
from that position pops up on the screen. This plans to install the CRM system at a later date.
Club shop at either 2am or 2pm. The challenge is
feature even extends to restricted views which can Nick Watkins, Chief Executive of Swindon
to ensure that the website can cope with a demand
mar the supporter's enjoyment of the match day. Town commented: “There were three main factors
that is likely to span a full 24 hours and provide a
This advanced use of technology is designed that attracted us to TALENT Sport. We were
first class experience that will, undoubtedly,
to provide an extremely positive experience and, impressed with the company's experience and its
influence the fan's perception of the Club.
at the same time, reduce the risk of proven track record and we drew comfort from the
Those supporters booking their match tickets
disappointment. Providing such a highly personal background of the investors involved. Because of
online for the new season may already be
level of choice is just one step towards providing our previous experience, their financial backing was
experiencing significant improvements making the
the ultimate supporter experience. a major consideration. Finally, the management
whole process easier, quicker and crucially, more
The personal approach team demonstrated real professionalism in the way
personalised. Fans booking on the Manchester
For Football Clubs, the ability to store details that they handled our questions. We were made to
City, Newcastle, Everton, Liverpool, Coventry and
of those supporters that purchase their tickets feel extremely confident that we would receive the
Reading websites are being given a taste of the
online can be a real blessing. Today's CRM highest levels of customer support.”
future with the latest e-commerce technology
systems now allows Clubs to pinpoint anyone He continued: “Because we had made the
developed by the leading systems developer for the
who lives within a selected radius of the ground decision to implement TALENT Sport, we
Sports Club environment, IRIS Software4Sport.
and if seats remain unsold, they can be texted or delayed starting the selling of season tickets by a
IRIS develops the only fully integrated
contacted by phone asking if they would like to couple of weeks and despite some doubts about
management system that focuses on putting the
go to the match. A personal approach from the whether the system could go live in such a short
customer at the heart of the Club operation providing
Club can improve spend per head and encourages space of time, we have proved that it is possible.
a complete and robust solution that is designed to
customer loyalty; a factor identified by the The success of the project is a great testament to
withstand the increasingly challenging demands of
Football League in their comprehensive the concerted efforts of the whole team.”
web selling and ticketing. 75% of Premiership Clubs
Customer Relationship Management Approved Already the new ticketing system is providing
use IRIS Solutions along with large numbers of the
Supplier Report which states that member clubs a greater level of control, especially in relation to
England Championship League and numerous high
need to better market themselves and understand the mapping of the stadium and the car park, and
profile Rugby Clubs including Leicester Tigers.
the important role of CRM. fans are benefiting too, as they are able to reserve
Everton has experienced a dramatic increase
The eighteen page report published in May this their seat of choice.
in the number of match day tickets sold following
year, considered the need and value of CRM to Future proofing
the modern club. It concluded: “The simple Developing the potential of each relationship
answer is yes, because the basic principle of CRM and getting really close to supporters by making
is that you identify and look after your customers it easier to buy tickets online or from a mobile
better, then ultimately they will be more telephone represents the first step forward in
committed to the club and spend more money” enhancing the fan experience.
Following an exhaustive screening process by Clubs now have access to the integrated
the Football League, IRIS Software4Sport has technology that will allow them to join the
been given full “approved CRM supplier” status ticketing process with the sale of merchandise
based on the pedigree of the organisation, the and maximise cross-sales. These developments
capability of the CRM software, the service and represent a true leap forward in the making the
support offered to Football League club and the supporter's experience truly memorable and in
cost of all products and services helping to guarantee a fan for life.
FSA
September/October 2008 | FOOTBALL & SPORTS ARENA | 11
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